Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Journal of Personal Selling and Sales Management Année : 2015

Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing

Résumé

Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople's motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople's relationships with their private brands can be influential in increasing their selling motivation and organizational commitment. Toward this end, our study first identifies the three important dimensions of salesperson–brand relationship (affect, trust, perceived customer recognition due to the brand) and develops their measures. Second, the findings show that salesperson–brand relationships, which exist between the retail frontline employees and retailers’ private brand, strongly influence sales motivation and firm commitment with a moderating influence of role clarity regarding management's expectations from its salespeople.
Fichier non déposé

Dates et versions

hal-01274248 , version 1 (15-02-2016)

Identifiants

Citer

Géraldine Michel, Michaela Merk, Sevgin Eroglu. Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing. Journal of Personal Selling and Sales Management, 2015, 35 (4), ⟨10.1080/08853134.2015.1110937⟩. ⟨hal-01274248⟩
82 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More